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Proguard Automotive Embraces Change Through Rebranding

In a significant shift in branding, ProGuard Warranty has transitioned to Proguard Automotive as of January 7, marking a pivotal moment in the company's growth within the automotive sector. This rebranding is more than a mere change in name; it signifies the evolution of the company in response to its expanding array of products and services, aimed at better servicing the automotive industry.

Dominic Limongelli, President of Proguard Automotive and a third-generation member of the founding family, articulated the reasons behind this strategic rebranding. "Our new brand marks an exciting chapter for Proguard. It's not just about a new name or logo; it's a symbol of the growth we've experienced and our vision for the future. We recognized that the term 'warranty' in our name had become a limitation, especially as we expanded our offerings and entered new markets. With our business model evolving to focus on protection plans rather than traditional warranties, it became imperative to rebrand to reflect this change."

This move aligns with a broader strategy to mitigate brand liabilities as the company seeks to protect its reputation in an industry often scrutinized for service quality. Limongelli noted that maintaining a strong customer service reputation has been crucial for the company, particularly when facing the turbulence and changes brought on by the pandemic.

During the pandemic's peak, the automotive industry faced an influx of older, high-mileage vehicles entering the market. Many plan providers hesitated to honor claims due to the increased frequency and severity of claims associated with these older vehicles. However, Proguard Automotive stood firm by continuing to pay all legitimate claims, thereby reinforcing its commitment to customer satisfaction. Limongelli explained, "While others turned to tactics that avoided payouts, we remained dedicated to honoring valid claims to protect the dealers relying on us to uphold their customer relationships."

Tyler Todd, Vice President of Sales, emphasized the company’s adaptability amid the ever-changing market landscape. "Being Ahead of the Unexpected™ is our guiding vision, as we continuously study evolving trends and develop innovative solutions for our dealer partners. Our core offering remains vehicle protection products, but we’re also committed to being a resource that enhances profitability across all operations of our customers."

As part of its renewed focus, Proguard Automotive has introduced innovative products designed to meet emerging industry needs. Highlights include the iQ Tech OEM smart technology package and CADProtect, the industry’s first agricultural truck protection plan. To support dealers further, Proguard has launched the Proguard Miles™ incentive program, allowing points accumulation that can be redeemed for a wide array of items to reduce operational costs. Additionally, their proprietary Vehicle Component Failure Ranking tool assists dealers in identifying problematic parts by make and model, enhancing operational decision-making.

Proguard Automotive's rebranding also encompasses a fresh logo, symbolizing a modern and dynamic company while honoring its historical roots. Limongelli shared, "We understand the underlying value dealers offer their customers, and our commitment to transparency is reflected in our newly launched website (proguardautomotive.com), which encourages clarity in the purchasing process. Our mission is to work tirelessly with our trusted dealer partners to deliver unparalleled service and support."

Founded on principles of reliability and responsive service, Proguard Automotive will continue to operate through dealer consultants who ensure consistent pricing and product loyalty. ASE certified claims adjustors will remain for effective claims resolution, supported by a live, United States-based customer service team dedicated to swift assistance. Limongelli concluded, "As we move forward, our strategy will remain centered on maintaining the high standards of customer experience and service that have defined us from the outset. It’s a new chapter that aligns perfectly with our aim to become a valuable partner for our customers in the automotive landscape."

As Proguard Automotive embarks on this journey, its dedication to enhancing service offerings and customer satisfaction remains steadfast, underlining its role as a burgeoning leader in the automotive warranty and protection industry.